The often overlooked reason why Facebook converts so well

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See what’s immediately above this sponsored post? It shows that Joe Chernov, Jill Rowley, Robert Scoble, and a number of my friends like this company.

Kapost is a content marketing software company, so they’ve managed to attract the industry’s top influencers as fans. It had nothing to do with ipad giveaways or buying fans to fluff their fan count. Just building real trust over time.

It had nothing to do with how they tested elements of their landing page. No amount of changing button placement, color, or size substitutes for trusted endorsements from friends.

Four years ago, we called this the “most powerful secret” in Facebook ads. And shy of making it sound like snake oil, wouldn’t you agree that the most powerful marketing is what raving fans say?

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Ad placements do matter on Facebook — here’s what you need to know

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Did you know that there are 5 possible ad placements on Facebook?

We have two right column ad placements on desktop (homepage and non-homepage), two mobile options (mobile newsfeed and mobile apps), and desktop News Feed.

Some people have a blind predisposition to running News Feed ads because the CTR is higher. Others believe mobile is better, since the cost per click is often lower, especially when it comes to video views.

And then there are those who say right column (or called RHS for Right Hand Side) are best for direct marketing.

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Save time making Facebook ads with Saved Audiences

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So you’ve painstakingly built a Facebook ads audience of a few dozen interest or workplace targets. What a chore to have to rebuild that targeting each time, right?

Saved audiences allow you to take a well-performing audience and store it for later use, cutting down on the drudgery of re-entering your targets all the time.

But how do you choose which one to save? One of our ads had a 6.7 percent click-through rate (CTR) and a lot of engagement, so we’d love to keep this around for future use on business targets.

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How the Golden State Warriors got 2M clicks on a video in 24 hours with no ads

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Have you seen the video saturation in the News Feed recently?

Whenever Facebook rolls out new features, they give it extra weight in the News Feed. And more exposure leads to more engagement, more engagement leads to further exposure, which creates these breakout viral posts. Like this lawyer, who got 446,000 people talking about this.

The Golden State Warriors, a National Basketball Association team, posted a 15 second video with their coach Steve Kerr and star player Stephen Curry engaging in a free throw contest. More than 2 million people clicked on it.

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What can a $1 Facebook ad budget do?

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My colleague Christine Brewer wrote a quick article for our friends over at Canada Adopts. I quickly made an ad with just a $1 lifetime budget and some light targeting to people who like adoption, foster care, and are standing for other similar causes.

I didn’t think much would come of it with such a large audience and such a small budget.

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Is Facebook personalizing ad options based on activity?

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Remember when there were only a few hundred workplace targets on Facebook?

You could only target people who worked at big companies. If you were a B2B marketer, you might not be able to hit any of the niche companies in your vertical. But potentially, you could stilltarget folks who worked at Walmart in Bentonville, Arkansas (their headquarters) or executives who work at Enterprise Rent-A-Car and like a certain interest group or job title.

Back in early 2014, suddenly, the number of workplace targets exploded. We could hit the tiniest of companies, creating a bonanza for PR companies, start-ups, and small businesses that had the chops to run $1 a day micro-targeted campaigns. The results were stunning– resolve your customer complaints, land that whale client, get newspaper coverage, play a fun trick on your friends, make your boss think you’re a celebrity, and so forth.

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How to prepare for Facebook’s Sept. 1 ad targeting, bidding changes

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Starting Sept. 1, all targeting and bidding on Facebook rolls up to the ad set level. You can no longer do mixed targeting and mixed bidding.

In March, Facebook announced plans to simplify its advertising structure, breaking it down from campaign, to ad set to add. Facebook’s Patricia Lai announced in the PMD News group recently that the company is moving forward on part 2 of this plan: moving targeting, placement and bid settings to the ad set level. That three-tiered structure will roll out globally starting Sept. 1.

Here’s what Lai told members of the group:

In our updated interfaces, all NEW ad sets will define targeting, placement and bid settings at the ad set level. This does not change how our system optimizes; it only changes where these settings are defined. Comparing audiences, placements and bid settings across ad sets results in clearer and more meaningful insights. In our updated interfaces, advertisers will no longer be able to create ads with mixed targeting, placement or bidding within the same ad set, a common source of advertiser confusion. Ads will now be defined by your creative, leading to more clarity and predictability in regards to delivery.

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How Royal Purple gets penny interactions on Facebook

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What if you could get 7,284 interactions for only $99.32? That’s one cent per interaction.

Why is Royal Purple’s cost per engagement (CPE) so low? We interviewed Marlena Solomon, “Social Sensei” at Royal Purple (seriously – that’s what’s on her door tag), to understand how.

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Measuring Social ROI with tools already at your disposal

BlueROIArrow650Measuring social return on investment doesn’t require a degree in statistics or voodoo dolls. Just follow these nine steps to diagnose how your social and Web efforts come together.

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The ultimate guide to measuring earned media value on Facebook

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Brands ask this question all the time — how do you measure the value of earned media on Facebook?

Some just multiply by $5 per thousand impressions (or whoever can provide the highest earned media value multiplier) to report the highest figure. Not the most sophisticated approach, but it might be good enough for companies that sell sugar water. Certainly better than pure fan count, since EMV correlates more with engagement than the size of the fan base.

But unless you can tie EMV (Earned Media Value) to actual sales, you’ve got some level of hocus pocus here.

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